CONFIDENTIAL

IN - STREAM ADVERTISING: FACEBOOK + TWITTER

AD.LY IN THE PRESS

“ It is perhaps the last frontier in

advertising ”
Published: November 21st , 2009 (Link to Article)

“ Will Ad . ly Define Twitter

Advertising? ” 20th , 2009 (link to article)
Published: October

“ From Twitter to advertising

treasure
Published”: October 24th , 2009 (link to article)

“ Ad . ly Conquers Facebook ”
Published: September 17th , 2010 (link to article)
WHY THE STREAM?

Content is shifting from the web to the stream .

The Static Web; Blogs, Websites,
Portals
WHY TWITTER?

David Ogilvy : I do not regard

advertising as entertainment or an
art form , but as a medium of
information .

Twitter is a platform that

provides people with information.
From real-time world events to
product information,
testimonials, and consumer
feedback. Twitter is a medium of
information.
 **Ad.ly Advertiser
OUR GOAL Partners

To be a conduit that
connects top - tier brands to
top - tier influencers
CELEBRITY PUBLISHERS

Most Influential
Publishers
1,000,000+ followers, celebrities, etc

Top - Tier Publishers

NUMBER OF 50,000+ followers
FOLLOWERS

Middle - Tier Publishers

10,000+ followers

Long - Tail Publishers

50 – 10,000 followers, endemic niche

NUMBER OF
PUBLISHERS
FIRST TWITTER , THEN
MYSPACE , NOW FACEBOOK

As of September 25th 2010, Adly will start

offering in-stream advertising
opportunities on Facebook! This
opportunity allows Adly to connect
marketers to the most influential people
(voices) on Twitter, Myspace, and Facebook.
THE INFLUENCERS
Leverage the most influential people in
entertainment and social media to deliver your
message
FEATURED PUBLISHER: CRISTIANO RONALDO
#1 ATHLETE ON FACEBOOK – 11 MILLION FANS

YOUR MESSAGE WILL BE DELIVERED “IN-STREAM” ON FACEBOOK. YOUTUBE VIDEOS AND IMAGES W
ABOUT AD.LY

About | ad lee
|

Ad . ly is an in - stream
advertising platform
built for a world where
everyone is a
publisher .

REACHING OVER 100 MILLION

FOLLOWERS ON TWITTER, WE
MATCH TOP-TIER BRANDS W/
TOP-TIER PUBLISHERS.
By listening to people, data, and our
partners, we identify opportunities that
represent a relevant media experience
for our advertisers.
TWO PRODUCT CATAGORIES

Influencer Application
Network
•70,000 influential Network
•Leading Twitter Applications
publishers •Contextual, Audience, & Geo
•54m unique users on Twitter Targeting
•Cost Per Tweet •Cost Per Click
INFLUENCER NETWORK
PUBLISHERS

With over 70 , 000 influential

publishers , Ad . ly reaches 54m unique
users on Twitter
AD.LY INFLUENCERS WITH OVER 1,000,000 TWITTER FOLLOWERS

Kim 50 Cent Ashley E!Online Soulja Boy Mandy Moore Dr. Drew Pete Wentz Pete Yorn G4TV
Kardashian Simpson

Giuliana Nick Canon Chris Brown Paula Abdul Levar Jim Jones Paul Pierce Ryan Bob Villa Lauren
Rancic Burton Schectler Conrad

Michael Ian Samantha Snoop Dog Gossip Girl Soliel Moon Greg TechCrunch Danny Hypnogaja Joel Stein
Black Ronson Frye Grunberg Masterson

Khloe Chris Charity Kimberly Matisyahu Newsweek Tyrese Nick Kourtney Ivete
Kardashian Hardwick Water Cole Swisher Kardashian Sangalo
UNIT ECONOMICS

Your message reaches the entire Twitter eco -

system
Desktop Applications
Largest source of Twitter
traffic comes from these thrid-
party applications
Twitter Search Twitter.com Mobile Applications
Most popular utility for Messages appear in-stream All mobile Twitter mobile
Twitter Search. Celebrity and on user profiles applications
Tweets appear as “Top throughout Twitter.com.
Tweets.”
HIGH-AWARENESS MESSAGINGDelivered in - stream by the most influential people on Twitte
COMING SOON In - stream rich media display ( images & YouTube )
REPORTING

Using third party partners for reporting ( Bit . ly ,

Awe . sm , Twitter ) we provide the following
reporting for each campaign
1.Clicks (by publisher)
2.CTR (by publisher)
3.Retweets
4.Overall # of followers reached from Retweets

1.
DISCLOSURE

As prescribed by the FTC, all Ad.ly messages meet federal endorsement

guidelines by providing “disclaimer” in the following formats:

1.A message of Typicality

•Example: “Check this out ((link))(Ad)”
•Example: “RT and follow @BrandName to get the first ((link))(Ad)”
•By disclosing “(Ad),” the message is clearly labeled an advertisement
•
2.Clear, conspicuous, and informative disclaimer
•Example: “I’m working with @BrandName to promote ((link))”
•Example: “Happy to endorse ((link)) on behalf of @BrandName
•Clear, conspicuous and informative disclaimer is written into the message

Ad.ly has a 100% disclosure policy for all messages. This policy was set in place well before the FTC
mandate. It’s our belief that material relationships should always be disclosed. We strongly encourage
all of our advertising partners to read the entire guideline established by the FTC which can be found
here: http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf
TEEN FEMALES - THE HILLS

AUDRINA KRISTIN BRODY LAUREN SPENCER HEIDI

PATRIDGE CAVALLARI JENNER CONRAD PRATT MONTAG
951,641 204,272 605,367 1,091,432 863,435 1,078,992
followers followers followers followers followers followers
WOMEN - E! Entertainment LAUREN CONRAD
Television Personality, Actress,
Author, Fashion Designer

Star of 2 Hit MTV Reality Shows

Laguna Beach
The Hills
-
2006-2009 TEEN CHOICE FEMALE REALITY STAR
-
2 New York Times Bestsellers
L.A. Candy
Sweet Little Lies
-
National Fashion Line
LC by Lauren Conrad
WOMEN - E! Entertainment

CHELSEA KENDRA HOLLY KRIS KIM KOURTNEY KHLOE

HANDLER WILKINSON MADISON KARDASHIAN KARDASHIAN KARDASHIAN KARDASHIAN
2,362,115 695,943 474,437 305,528 4,085,790 1,189,607 1,392,450
followers followers followers followers followers followers followers
 KIM KARDASHIAN
Television Personality,
Producer, Actress, Model

Star of E!’s
Keeping Up with the
Kardashian
-
Contestant on ABC’s
Dancing With the Stars
-
Co-Author of Upcoming
Autobiography
Kardashian Konfidential
-
Producer of E!’s
Spin Crowd
-
Co-Owner of Clothing Boutique
D-A-S-H
WOMEN – REAL HOUSEWIVES
BETHENNY
GRETCHEN FRANKEL KANDI
ROSSI 245,149 BURRUSS
46,133 followers followers 187,988 followers TERESA
KELLY GIUDICE
BENSIMON 84,841 followers
36,484 followers
ENTERTAINMENT

CHRIS MATISYAHU SOULJA SNOOP

BROWN 1,252,691 followers BOY DOGG
591,708 2,244,789 1,691,014 followers
followers followers
 SNOOP DOGG
Entertainer, Rapper, Record
Producer, Actor

8 Platinum Albums
-
12 Grammy Nominations
-
6 MTV Awards
-
Star of E!’s
Snoop Dogg’s Father Hood
ATHLETES

CHRIS NICK
BOSH SWISHER
240,636 1,231,898 SHAUN PHILLIPS
PAUL followers 368,174
PIERCE followers
FREDDY followers
1,600,057
ADU followers
368,771
followers
 PAUL PIERCE
Boston Celtic

2008 NBA Champion and Finals MVP

-
8-time NBA All-Star
-
2010 NBA 3-Point
Shootout Champion
COMEDIANS

MICHAEL
IAN BLACK CHRIS
STEPHEN 1,556,772 HARDWICK
COLBERT followers 1,349,545
97,847 JENNY JAY MEWES
followers 64,962
followers McCARTHY
151,732 followers
followers
 CHRIS HARDWICK
Actor, Television Personality,
Writer, Musician, Comedian

Host of MTV’s Singled Out

-
Host of G4’s Web Soup
-
Gadget Reviewer on G4’s
Attack of the Show
-
Host of WIRED Science
-
Writer for Wired Magazine
FAMILIES

MARK DR
CUBAN DREW
190,523 REV 1,949,066
TRISTA followers RUN followers
SUTTER 1,226,906
25,907 followers APOLO
followers OHNO
190,046
followers
 DR. DREW
Board-certified Internist
and Addiction Specialist,
TV Personality, Radio Host

Host of 3 VH1’s Shows

Celebrity Rehab with Dr. Drew
Sex Rehab with Dr. Drew
Celebrity Rehab Present
Sober House
-
Host of MTV’s
Sex…With Mom and Dad
-
Host of Love Line
NEWS

APPLE AND G4 TECHCRUNCH NEWSWEEK E! ONLINE MYSTYLE FOX SOCCER

MAC NEWS 1,144,709 1,405,726 1,251,806 2,278,551 QUICK TIP 69,847
133,805 followers followers followers followers 844,136 followers
followers followers
APPLICATION NETWORK
*PRIVATE BETA
TWITTER APPLICATIONS

Targeting audiences on the most popular

applications
Reach the Twitter Eco-System with advanced targeting for mobile and
desktop applications:
Media Placement
1.Conversational Targeting
2.@Follower Name Targeting
3.Geo Targeting

Seesmic Tweet Deck

Echofon Uber Twitter

HOW IT WORKS

Targeting Conversations , Audiences , and

Geography
Contextual
Target conversations by keywords (i.e. anyone
talking about Project Runway, Oprah, Gain, etc)

@Follow Name
Target the audiences of follower names (i.e.
target everyone following @TaylorSwift,
@Ellen, @Oprah)

Geo
Target by Geographic area (i.e. DMA or City,
example Los Angeles)
 DATA SERVICES :

IDENTIFY, ANALYZE, AND ENGAGE

ALL CONVERSATIONS TAKING PLACE
ABOUT YOUR BRAND ON TWITTER
AD.LY ANALYTICS
AD.LY ANALYTICS
FULL DATA REPORTING

With access to the entire “ firehose ” of Twitter data ,

Ad . ly is the only media company to provide complete
keyword reporting and Twitter data .

EXAMPLE REPORT:
Every keyword mention of “ford”-- sorted by influenc

ONLY THREE MEDIA COMPANIES HAVE ACCESS TO THE ENTIRE DATA FEED OF TWITTER :

**Ad.ly’s data access is in partnership with PeopleBrowsr

CASE STUDIES

Table of Contents
1 . Sony CES – Staying top-of-mind during high
traffic
2.
3 . Viral Campaign – Michael Jackson’s This Is
It
1 . Awareness Campaign – NBC Community
1 . Conversion Tracking Campaign – MSN
Olympics
All information is confidential to Ad.ly and it’s partners. This
presentation of performance data is meant for internal purposes
only. Information should not be shared externally without prior
written permission of Adly, Inc.
 DEAR JOHN : CASE STUDY
DIRECT MESSAGE CAMPAIGN – 2010 OMMA AWARD NOMINEE

CHANNING TATUM
CAMPAIGN – 2010 OMMA
AWARD NOMINEE
 DIRECT MESSAGE SUCCESS STORY

Ad.ly partnered with Sony Pictures & Channing

Tatum to deliver custom content delivered
through Channing’s Twitter account, promoting the
film Dear John.

The campaign execution included a “direct

message” component which involved sending a
custom message to 140,000 fans of Channing Tatum.

his exclusive glimpse of my new movie Dear John http://bit.ly/aaaa only for my friends on twitter. Plz RT”

SENT TO 140,000 OF HIS FOLLOWERS

CAMPAIGN PERFORMANCE: 19 . 1 % CTR 140 , 000

OVERALL CLICK-THRU-RATE: MESSAGES DELIVERED
CASE STUDY - RATIONALE
Ad . ly worked with Sony Electronics to
create a viral campaign during CES .
The goal was to create conversations
about # SonyCES by giving away 6
bloggie cameras .

These are the results .

#SonyCES PERFORMANCE

92 %
The Bloggie
campaign
represented 92 % of
all conversations
taking place about
#SonyCES
* (during flight period)

**all performance data published in this case study has been

provided by proprietary machine learning technology third party
partners (i.e. Twitter).
CAMPAIGN PERFORMANCE

4 , 446
CAMPAIGN BY THE NUMBERS:

34
PUBLISHERS PARTICIPATED IN THE CAMPAIGN
REACHING 6 MILLION FOLLOWERS

2,442,946
NUMBER OF RETWEETS
Containing Keywords: “#SonyCES” and “#Bloggie”

11 , 250 ADDITIONAL FOLLOWERS REACH BY RETWEETS

40 %
ADDITIONAL REACH GAINED FROM VIRAL UPTAKE
NUMBER OF CLICKS ON THE (I.E. RETWEETS )

BIT.LY URL(S). .

92 % OF ALL CONVERSATIONS TAKING

PLACE ABOUT #SonyCES, CAME FROM
THE BLOGGIE CAMPAIGN
)
CAMPAIGN OVERVIEW VIRAL CAMPAIGN
MICHAEL JACKSON’S THIS IS IT
Promoting Michael Jackson’s new movie
This Is It, the goal of this campaign
was to create a trending topic one week
prior to premiere.
Using a very modest test budget, Ad.ly selected 38
highly influential publishers to participate in the
campaign. The publishers delivered the following
message:

“ RT this & follow @SonyPictures to get a

soundtrack to MJ ’ s new movie # thisisit . Every
20 th RT get ’ s one til they ’ re gone ! ( Ad )
Participating publishers had follower counts that
ranged between 10,000 – 1.2m followers. Here are some
samples of the Tweet:
CAMPAIGN PERFORMANCE

6 , 229
CAMPAIGN BY THE NUMBERS:

38
PUBLISHERS PARTICIPATED IN THE CAMPAIGN
REACHING 1.7 MILLION FOLLOWERS

3,828,065
NUMBER OF RETWEETS
Containing Keywords: “@SonyPictures” and “#ThisIsIt”

81x
INCREASED NUMBER OF CONVERSATIONS
ADDITIONAL FOLLOWERS REACH BY RETWEETS

225 %
ADDITIONAL REACH GAINED FROM VIRAL UPTAKE
(I.E. RETWEETS )
TAKING PLACE ABOUT @SonyPictures.
(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)
1 , 007

9x
NEW FOLLOWERS FOR @SonyPictures

INCREASED NUMBER OF CONVERSATIONS

TAKING PLACE ABOUT #ThisIsIt.
(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)
 REPORTING :
“# ThisIsIt ” & “ @SonyPictures ” vs . Trending
Topics
For more than a 3 hour period of time, keywords “#ThisIsIt” and “@SonyPicutres” outperformed 5 other
trending topics on Twitter (as observed by mentions and RT’s). Even though the data shows we out trended
many of these terms, Twitter never officially selected our keywords as a trending topic. Twitter’s method
of determining a trending topic is not public.

flight

evious 7 Days : Mentions of “# ThisIsIt ” & “ @SonyPictures ” Keywords

“# ThisIsIt ” and
“ @SonyPictures ”
outperformed
five “ trending
topics ” during
this time period
( as observed by
Twitter data ).
CAMPAIGN OVERVIEW AWARENESS CAMPAIGN
NBC COMMUNITY
Promoting NBC’s new show Community
(@NBCcommunity ), starring @ChevyChase,
@JoelMcHale, and @KenJeong, this
campaign consisted of three different
messages than ran over a three day
period September 22nd –24th , 2009.
Taking place one week after NBC Community’s premiere
week, the goals of this campaign went as follows: (1)
create awareness for the show and (2) generate
interest for the upcoming 2nd episode.

Sample Tweets:
CAMPAIGN PERFORMANCE

1% -
CAMPAIGN BY THE NUMBERS:

33
3 . 33 %
AVERAGE CTR (CLICK-THRU-RATE)
FROM THE CAMPAIGN. PUBLISHERS PARTICIPATED IN
Note: CTR is based on overall follower count. Meaning THE CAMPAIGN.

12 . 8 %
that actual CTR is much higher since not every follower
(i.e. Twitter user) was using Twitter at the time the
messages went through.

4x
INCREASED NUMBER OF CONVERSATIONS
HIGHEST INDIVIDUAL CTR
Performance targeting was deployed

6 . 5million
TAKING PLACE ABOUT NUMBER OF FOLLOWERS REACHED IN
THIS CAMPAIGN
@NBCcommunity .

IN COMPARISION : IN-STREAM ADVERTISING VS. DIGITAL DISPLAY

Digital Display Advertising*: 1,000,000 impressions x 0.19% CTR = 1,900 clicks
In-Stream Advertising: 1,000,000 impressions x 1.00% CTR = 10,300 clicks
In-Stream Advertising: 1,000,000 impressions x 3.33% CTR = 33,300 clicks
In-Stream Advertising: 1,000,000 impressions x 12.8% CTR = 128 , 000 clicks
*average digital display campaigns deliver a .19% CTR, via eMarketeer
RETWEETS & NEGATIVE REACTIONS

FOR EVERY 1 TWEET PLACED IN THE STREAM, 3 ORGANIC TWEETS (RT’S)

100 + RETWEETS REACHED OVER 1 . 9
WERE CREATED.
MILLION ADDITIONAL FOLLOWERS.

0 NUMBER OF NEGATIVE TWEETS

ASSOCIATED TO THIS CAMPAIGN.
**As observed on search.twitter.com
CAMPAIGN OVERVIEW CONVERSION CAMPAIGN
MSN OLYMPICS
Generated buzz and awareness on Twitter
for the MSN Facebook application.
Targeted messages (aka Tweets)
delivered bit.ly links with
conversation tracking pixels that drove
users to the MSN Olympics Facebook
application. Conversion pixels lived
within the Facebook application and
recorded conversions once users
installed the application.
Conversion pixel

PERFROMANCE:

34 %
CONVERSION RATE OF FACEBOOK
APPLICATION ADOPTION.
 Thank You
Prepared by:

DEREK REY
Vice President of Sales & Media - Adly
Inc .
(web) www.ad.ly - (e) drey@ad .ly - (p) 310.910.1012